"The other thing about the Far North council itself, I believe, is that it has a slightly shabby brand."
He knows his comments could see him labelled a "Jafa", but professionalism is important, along with transparency and efficiency. His main impression from FNDC meetings is of councillors ticking off items as Mayor John Carter reads them out of a doorstep-sized printed agenda.
As mayor, Mr Gill would want a "management efficiency" report commissioned to count and analyse the jobs of staff earning over $100,000 per year.
A former journalist, working in public relations and a corporate media and public speaking trainer, he is concerned about the "perceived lack of transparency".
As for the three Rs of local government - rates, roading and rubbish, the Gills pay the same rates as they paid in Auckland: "But there we had sealed road, a rubbish collection and other services we don't have here."
The Far North economic base is low despite the eastern belt's band of wealth, and he is concerned many local people could not afford higher rates.
"It's so bloody arrogant ... for a well-heeled councillor on a salary to say, 'oh, let's put it up 3 per cent'."
The council should use restraint so it can afford to deal with "inadequate drainage, sewerage and other problems. Why not stop spending public money on sculptures and international piano competitions, just for a little while?" He also advocates "taxing" tourists.
Due to his mother's death the same week, Mr Gill only put in his name for the mayoral race at literally the eleventh hour; taken by some people as a sign he is not serious about the election. "No one does this for fun or sport. I'm very serious."